It's a presentation based on the paper for World congress of semiotics, Sofia, Sept. 2014, dedicated to the necessity of new perspectives on brand. It discusses the key role of people and socioculture in contemporary brand/ing practice. Semiotics is introduced as a convenient tool for development of new brand knowledge and new generation of brand managers.
It's a presentation based on the paper for World congress of semiotics, Sofia, Sept. 2014, dedicated to the necessity of new perspectives on brand. It discusses the key role of people and socioculture in contemporary brand/ing practice. Semiotics is introduced as a convenient tool for development of new brand knowledge and new generation of brand managers.
A COMPLETE GUIDE TO COMMERCIAL SEMIOTICS: How To Use Semiotics In Marketing T...Dr. Martina Olbert
Understanding semiotics has never been easier!
This presentation aims to give you basic overview of what semiotics is, what the difference is in between academic & commercial semiotics, and demonstrate use of semiotics on some practical examples to show you that semiotics is a powerful instrument for marketing research & brand planning.
Semiotics just keeps on running where traditional research gets short of breath. Market research doesn't have an access to the broader context of a brand universe because it is too busy asking consumers what they think. Semiotics, on the other hand, goes right to the source: the culture. It screens its codes, from which it extrapolates meanings that can be fueled back to the brand and ensure its cultural relevance with the local market, as well its consistent & sustainable management in the future.
Thanks to detecting these cultural codes semioticians are able to see the brand consciously the same way that consumers see it unconsciously. This is the very reason that semioticians can have more answers than consumers could ever give you, especially to the why questions that consumers cannot have answers to because they are the products of their culture & environment.
I have detected that semiotics has 3 main levels, on which it can be used in marketing. These levels are Validating, Inspirational & Strategic directly answering to the most important questions of any text: WHAT, HOW & WHY. These three levels of semiotics usage serve as a basis for learning more about how we can use semiotics to unlock the hidden potential of your brands.
Feel free to contact me with further questions regarding this presentation or with semiotic consultancy requests:
PhDr. Martina Olbertova
info@martinaolbertova.com
www.martinaolbertova.com
#LOVESEMIOTICS
Thank you!
A COMPLETE GUIDE TO COMMERCIAL SEMIOTICS: How To Use Semiotics In Marketing T...Dr. Martina Olbert
Understanding semiotics has never been easier!
This presentation aims to give you basic overview of what semiotics is, what the difference is in between academic & commercial semiotics, and demonstrate use of semiotics on some practical examples to show you that semiotics is a powerful instrument for marketing research & brand planning.
Semiotics just keeps on running where traditional research gets short of breath. Market research doesn't have an access to the broader context of a brand universe because it is too busy asking consumers what they think. Semiotics, on the other hand, goes right to the source: the culture. It screens its codes, from which it extrapolates meanings that can be fueled back to the brand and ensure its cultural relevance with the local market, as well its consistent & sustainable management in the future.
Thanks to detecting these cultural codes semioticians are able to see the brand consciously the same way that consumers see it unconsciously. This is the very reason that semioticians can have more answers than consumers could ever give you, especially to the why questions that consumers cannot have answers to because they are the products of their culture & environment.
I have detected that semiotics has 3 main levels, on which it can be used in marketing. These levels are Validating, Inspirational & Strategic directly answering to the most important questions of any text: WHAT, HOW & WHY. These three levels of semiotics usage serve as a basis for learning more about how we can use semiotics to unlock the hidden potential of your brands.
Feel free to contact me with further questions regarding this presentation or with semiotic consultancy requests:
PhDr. Martina Olbertova
info@martinaolbertova.com
www.martinaolbertova.com
#LOVESEMIOTICS
Thank you!
1. NEW BULGARIAN UNIVERSITY - SOFIA
MASTER PROGRAM
“BUSINESS ADMINISTRATION”
BRAND POSITIONING:
IMAGE AND IDENTITY
SACHI BRAND RESEARCH
Candidate: DIMITAR TRENDAFILOV / Dec. 2009
your name
2. MAIN THESIS
• COMMUNICATION POSITIONING IS A KEY FACTOR IN
BRAND MANAGEMENT, INSEPARABLY CONNECTED
1. WITH IMAGE BUILD IN CONSUMER’ MINDS AND 2.
WITH IDENTITY SET BY THE PRODUCER
• SUBJECT OF THE THESIS – POSITIONING AS A TOOL
OF STRATEGIC IMPORTANCE FOR BRANDS
• OBJECT OF INQUIRY – MARKET POSITION OF SACHI
BRAND
your name
3. BASIC TERMS
• POSITIONING:
1. A CONSTITUTION OF AN APPROPRIATE NOTION ABOUT THE
GIVEN BRAND (V. BLAGOEV)
2. A PROCESS OF ‘PUTTING’ THE PRODUCT INTO THE
CONSUMERS MIND POWERFULLY AND CONSISTENTLY
(J. TROUT, AL REIS)
3. “A CONTROL OVER THE DIALOGUE” WITH CONSUMERS
(S. ZYMAN)
• IMAGE – INDICATES WHAT? IS THIS BRAND, WHERE? IT IS
PLACED ON THE MARKET MAP, AND WHEN? IT SHOULD BE
USED
• IDENTITY – “A FUNDAMENTAL STATEMENT” OF THE BRAND’S
OWNER (SELF-DETERMINATION) (D. AAKER)
your name
4. FOUR FUNDAMENTAL POSITIONING
CONCEPTIONS
• JACK TROUT & AL REIS – POSITIONING IS A PROCESS OF
“PUTTING” THE PRODUCT INTO THE MIND OF THE
CONSUMERS BY ONE SINGLE WORD DESCRIBING IT
• THEODORE LEVITT - IT IS A PROCESS OF DISPLAYING THE
PRODUCT IN DIFFERENT LEVELS OF COMMUNICATION
(EXPECTED, IMPROVED OR POTENTIAL)
• JACQUES SEGUELA – PRODUCT PRESENTED AS PHYSIQUE,
CHARACTER AND STYLE (‘THE HOLY TRINITY OF BRAND’)
• SERGIO ZYMAN – POSITIONING IS AN UNABATED DIALOGUE
WITH THE CONSUMERS your name
6. SOME THOUGHTS
• Brand is "the mechanism for achieving competitive advantage for
the company by differentiating its product, in which signs,
distinguishing the brand, are primarily... those that provide benefits
for the client for which he is willing to pay" (R. Abadzhimarinova,
2006: 48)
• In The Age of Access Jeremy Rifkin attempts to resolve this dilemma by
means of the following conclusion: „…the new era is more
unmaterial and intellectual. This is a world of Platonic forms, of ideas,
images and archetypes, of notions and fantasies. If the people in the
industrial era were busy with the appropriation and transformation of
matter, the first generation in the era of access is far more interested in
brainwashing. (...) To be capable of extending your own intellectual
presence, to be universally connected, so that you can influence the
human conciousness and shape it – this is what motivates the business
your name
in every industry” (2001: 63).
7. BRAND
• STRATEGIC DECISION OF THE MANAGEMENT / BRAND’S A
BUSINESS MODEL
• IDENTIFYS ITS OWNER
• DISTINGUISHES GIVEN PRODUCT FROM ITS COMPETITION
• SETS A QUALITY STANDARD
• A PROMISE FOR FUTURE BENEFITS FOR CONSUMERS
• ADDS VALUE TO THE PRODUCT(S)
• MANAGERIAL MECHANISM FOR GAINING MARKET ADVANTIGE(S)
• ALONG WITH ITS COMPETITORS BRAND BUILDS THE MARKET
MAP IN ITS SECTOR AND/OR PRODUCT CATEGORY (I.Е. PUTS
THE MARKET “IN ORDER”) your name
8. BRAND EVOLUTION
• INITIALY IT’S A ‘SIGNITURE’ OF THE OWNER
• IT INDICATES ORIGIN AND QUALITY
• IT DIFFERENTIATES GIVEN BRAND FROM INCREASING
MULTITUDE OF OTHER COMPETITIVE BRANDS
• ADDS VALUE BOTH FOR OWNER AND CONSUMER
your name
9. CURRENT IMAGE OF BRAND
(following Kevin L. Keller, 1998)
your name
12. SACHI RESEARCH: METHODOLOGY
• QUESTIONNAIRE: 22 QUESTIONS
- demographic data
- market familiarity
- factors determining purchase decision
- questions about brands communication
- questions about Sachi brand
• RESPONDENTS: 66 (16 Men, 50 Women)
• PLACE: Sofia
• METODOLOGY: QUANTITATIVE and QUALITATIVE
• PRESENTATION OF THE RESULTS:
- graphs and diagrams
- positioning map
your name
13. MAIN RESULTS /1
Фактори влияещи върху покупката / Мъже
5
4
3
2
1
а
ен еств
о ка ка ка со ел ид а
ар ов ръ т ме ит .в ам
Ц ч М ак по од рг кл
Ка Оп ре И ма оизв р тъ Ре
П р
тп бъ
а до
зн С
По
your name
14. MAIN RESULTS /2
Фактори влияещи върху покупката / Жени
5
4
3
2
1
на тв
о ка ка ка ес
о ел ид а
Це ес ар ов ръ м ит г. в ам
ч М а к о ат о д р кл
Ка Оп еп зв тъ Ре
Пр Им ои ър
пр до
б
ат С
зн
По
your name
15. MAIN RESULTS /3
Най-впечатляващ елемент в реклама на хранителен продукт
(Мъже)
Друго
Информация за продукта
Начинът по който изглежда продукта
Анимация
Хумористична история
Някой участник в клипа
0 1 2 3 4 5 6 7 8 9
Най-впечатляващ елемент в реклама на хранителен
продукт (Жени)
Друго
Информация за продукта
Начинът по който изглежда продукта
Анимация
Хумористична история
Някой участник в клипа
0% 5% 10% 15% 20% 25% 30% 35% 40%
your name
16. MAIN RESULTS /4
Влияят ли рекламите на хранителни продукти върху
убеждението относно качеството им? (Мъже)
Друго
Категорично не
По-скоро не
Зависи от рекламата
По-скоро да
Да
0 1 2 3 4 5 6 7
Влияят ли рекламите на хранителни продукти върху
убеждението относно качеството им? (Жени)
Друго
Категорично не
По-скоро не
Зависи от рекламата
По-скоро да
Да
0% 5% 10% 15% 20% 25% 30% 35% 40%
your name
17. MAIN RESULTS /5
Каква по характер реклама на храна бихте направили?
(Мъже)
Няма нужда от клип
С продуктови кадри
С деца
С известни личности
Информативна
Музикална/Динамична
0 1 2 3 4 5 6
Каква по характер реклама на храна бихте направили?
(Жени)
Няма нужда от клип
С продуктови кадри
С деца
С известни личности
Информативна
Музикална/Динамична
0% 5% 10% 15% 20% 25% 30% 35%
your name
18. MAIN RESULTS /6
С какво свързвате бранда Сачи? (Мъже)
Друго
Промоции
Детелина
Хот дог
Закуска
0 1 2 3 4 5 6
С какво свързвате бранда Сачи? (Жени)
Друго
Промоции
Детелина
Хот дог
Закуска
0% 5% 10% 15% 20% 25% 30% your name
35% 40% 45%
19. MAIN RESULTS /7
Най-подходящото послание за САЧИ (Мъже)
Друго
Препоръчан от разбирачи
За познавачи
Качествени храни за успели хора
За добри приятели
За предприемачи
0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5
Най-подходящото послание за Сачи (Жени)
Друго
Препоръчан от разбирачи
За познавачи
Качествени храни за успели хора
За добри приятели
За предприемачи
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
your name
20. TOP 3 RESULTS FROM “CHINESE
PORTRAIT” TECHINIQUE
• Men:
- “The Kitchen” - ”The Our Home” - ”The Manager”
- “Conversation” – “Reading” – “Celebrating”
- “Pig” – “Tiger” – “Bear”/”Cat”/”Horse”
!Combination: “The Egoist / The Kitchen-Conversation-Pig”
• Women:
- “The Kitchen”, “The Our Home”, “The Egoist” (magazines)
- “Shopping”, “Conversation, “Traveling” (activities)
- “Pig”, “Horse”, “Dog” (animals)
!Combination: “The Kitchen-Celebration-Pig”
your name
22. CONCLUSIONS &
RECOMMENDATIONS
• The crucial factor on which the consumers make their
decision for purchase is QUALITY of food
• Sachi brand is well-known and easy of access
• High level of awareness and friendly audience – an useful
asset for building durable relationship with consumers
• Communication should be based on product information
• Serious price competition with Tandem brand
• Packaging doesn’t sell in this particular category and, thus, it
doesn’t deserve too much attention
• “Confidence” and “Special moments” are the keywords in the
Sachi communication (message)
your name
23. REFERENCES
• Абаджимаринова, Румяна, Търговска марка - Бренд, изд. „Сиела”, София, 2006 г.;
• Балева, Велина, Продуктът. Маркетингови стратегии и политики, УИ „Стопанство”, София, 2007 г.;
• Брестничка, Румяна, Управление на търговските марки, УИ „Стапанство”, София, 2004 г.;
• Желев Симеон, Що е позициониране, все пак?, І част, сп. „Бизнес посоки”, изд. Бургаски Свободен Университет, бр.1, 2005 г.
(с. 44 – 51);
• Желев Симеон, Що е позициониране, все пак?, ІІ част, сп. „Бизнес посоки”, изд. Бургаски Свободен Университет, бр..2, 2005 г.
(с. 34 – 47);
• Катранджиев, Христо, Подходи за позициониране в маркетинговата практика в България – резултати от контент
анализа на рекламата в печатните издания у нас, „Научни трудове”, изд. УНСС, том І, 2007, (170-205 стр.);
• Петрова, Анелия, Потребителско поведение и реклама: Психологически аспекти, изд. „Делова седмица консулт”, София,
2004 г.;
• Зийман, Серджо, Краят на маркетинга, какъвто го познаваме, изд. „Локус”, София, 2005б г.;
• Левит, Теодор, Маркетингов успех чрез разграничаване – от каквото и да е, в Тед Левит за маркетинга, изд. „Класика и
стил”, София, 2008 г. (127-146 стр.);
• Рифкин, Джереми, Епохата на достъпа: Новата култура на хиперкапитализма, в която целият живот е платено
преживяване, изд. „Атика”, София, 2001 г.;
• Рийвс, Росър, Реализмът в рекламата, изд. „Princeps”, Варна, 1994 г.;
• Рийс, Ал, Рийс, Лаура, 22 неизменни закона на брандинга, изд. „Класика и стил”, София, 2000 г.;
• Сегела, Жак, Холивуд пере най-добре, изд. „Panorama.bg”, София, 2004 г.;
• Траут, Джак, Стив Ривкин, Бъди различен или умри: Оцеляване в ерата на убийствена конкуренция, изд. „Кръгозор”, София,
2002 г.;
• Хопкинс, Клод, Научната реклама, изд. „Princeps”, Варна, 1994 г.;
• Aaker, David A., Joachimsthaler, Erich, Brand Leadership, The Free Press A Division of Simon & Schuster, Inc., New York, 2000;
• Floor, Ko, Branding a Store. How to Build Successful Retail Brands in a Changing Marketplace, Kogan Page Limited, London-
Philadelphia, 2006;
• Keller, Kevin Lane, Strategic Brand Management. Building, Measuring, and Managing Brand Equity, Prentice Hall, Inc, New Jersey,
1995;
• Trout, Jack, Ries, Al, Positioning: The Battle for Your Mind, McGraw-Hill, New York, 1981;
• http://www.acwebsite.org/presentations/Susan%20Furnier.pdf [доклад на prof. Susan Fournier, Tuck School of Business at
Dartmouth, Consumer Research in the World: Brands, 2004];
• www.bella.bg [официален уеб-сайт на холдинг „Белла България” АД];
• www.bravo-bg.com [официален уеб-сайт на „Браво” ООД];
• http://www.britishbrandsgroup.org.uk/library [статия на Christopher Scott-Wilson, What`s in a name?, 2003];
• http://www.britishbrandsgroup.org.uk/library [лекция на Jeremy Bullmore, „WPP Group”, Posh Spice & Persil, 2001];
•
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http://intermind.biz/positioning_rules.pdf [статия на Bill Robertson, президент на консултантската група „InterMind”, Ten Rules of
Product Positioning, в MM&M, 2005 (52-58 стр.)];
• www.tandem.bg [официален уеб-сайт на „Тандем-В” ООД].